. >> behind that group of people is romney/ryan. >> signs are always in the perfect position for the television cameras or still photographers to pick them up. >> because of how cameras work, we have something here like 40, 50-foot banners cover buildings and get in a tight shot. >> it's the first thing he walks past that people say as he makes the pivot toward the stage. >> what difference does it make? >> visuals matter so much. campaigns come down to photography. campaigns need light and sound. >> ladies and gentlemen, please welcome the next president of the united states! >> keep it up, keep it up. >> now kill it, kill it. >> if we fail, the message stays here with 2,000 or 3,000 people in cleveland, ohio. the goal is to make sure it translates to as many folks as possible. >> ritter monitors the events as they happen. >> hey, will, you're live on all the cables. can i get more hand signs to that crowd behind the gov? >> setting up one event may take weeks and yet -- >> it may last ten minutes. >> then they do it again. 1:00, 2:00 in the morning, we'll do it again. it heads to t